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How to get out of the lunch box zone? : color and shape preferences for the package of children drinks in different consumption occasions

Oldeboer, E.J. (2012) How to get out of the lunch box zone? : color and shape preferences for the package of children drinks in different consumption occasions.

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Abstract:In recent years it becomes more difficult to reach consumers with advertisements, that is why larger budgets are available for new package designs. The package type affects the way consumers will perceive and experience the food items during consumption. Due to package consumers draw inferences about for example attributes and the product as a whole and they may even influence future product experiences. Nowadays, critical points of product evaluation are shape and color. Various brands try to distinguish themselves by shape and/or color. In addition, it can be expected that people will show different sides of their personality in different consumption occasions with different people and prefer various shapes and colors. A special item, action or coupon added to the package makes it more appealing for children. Price can also be influenced by shape, color and consumption occasion; moreover, price influences consumer decision making. The goal of this research was to investigate how a regular daily children drink package can be design for other occasions than the lunch box situation. The research question was: “In which manners can daily children drink packages be designed so the product will also be used during other occasions than the lunch box situation?” and five hypotheses were created. The visual materials were images of children drink package designs in various shapes and colors. In this research a pre study and two studies were done concerning children drink package design and consumption occasion. The pre study and Study 1 were quantitative studies with parents with at least one child in the age category 6-12 years old. Parents are the children’s role models and the food and beverages that children consume are strongly affected by the parents. Adults and children differ in their shape and color preferences. The colors included in the pre study were black, red, blue and green and the shapes included were bottle, pack, container and pouch. The participant’s feelings were measured with elements of the PAD emotions and other questions. In Study 1 (parents) and Study 2 (children) the shapes bottle and pack and colors blue and green were used. The images in Study 1 were a blue bottle, green bottle, blue pack and green pack and the three consumption occasions were normal school day, normal weekend day and special day out. Also questions about price, premiums and volume were included in Study 1. To conclude, both parents and children prefer the color blue. The package shape and price differ per consumption occasion; moreover, parents and children agree on the package shape per consumption occasion. During a normal school day the preferred package design is a blue pack of 200 ml in the price caterogy 0 – 0.50 euro. During a normal weekend day the preferred package design is a blue bottle of 200 ml in the price category 0.50 – 1.00 euro and during a special day out the preferred package design is a blue bottle of 200 ml in the price category 1.00 – 1.50 euro. Parents are willing to pay more for children drinks during special days and normal weekend days than during school days; the most should be spend on a bottle in all consumption occasions.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/64349
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